Campaigns

A new and improved pre-flight

The Problem Statements

We’ve pinpointed several issues with how campaigns were created on our platform:

• User Profiles: After careful review, we found that our users fall into two categories:

  1. Strategists: These users plan long-term strategies for their organization. They rely on market research and look for broad, impactful trends.

  2. Tacticians: These users handle the nitty-gritty, like daily emails and ads. They aim for quick results and are all about the performance of now.

  Our platform needs to be straightforward for both types of users, but it was becoming complex with each new feature we added.

• Forced Wizard Mode: Users were required to generate insights before they could create a plan. This was confusing and time-consuming, especially for tacticians who just want to get to their campaign without extra steps.

Force-Fitted features in the interface

We've had features that didn't fit well, leading to a cumbersome experience:

1. For a creative campaign, users were forced to go through an insight and media plan first, which was awkward and unnecessary.

2. Creative campaigns were cluttered with too many insight options.

3. Google Ads campaign creation was overly complicated.

4. The 'discover' feature went unused because it was placed where it didn't make sense.

What has changed?

1. The Name: We've simplified names. Now, 'pre-flights' are just 'campaigns.' If a campaign is running, it’s 'live.' If not, it’s a 'draft.'

2. Placement: We've made it easier to start a campaign. Users can now go straight to the 'Action' option under the Global Navigation's 'I want to' section.

3. A New Way to Create a Campaign: Before, creating a campaign was indirect. Users had to wade through insights first. Now, they can bypass that step and create a campaign directly from the global navigation.

What's New?

1. Added more platforms: We've upgraded our Google Ads capability and introduced TikTok and Pinterest. Soon, DV360 and Trade Desk will join the lineup.

2. Meta Campaign Diversity: Beyond interest-based campaigns, users can now set up remarketing and Advantage Plus campaigns on Meta.

3. Google Ads Extra Campaign Type: There’s a new Google Ads campaign type that complements the Performance Max campaigns with data signals, all manageable within our platform.

4. Streamlined Creative Campaigns: We’ve removed the clunky steps from the creative campaign process. Now, depending on the chosen platform, users can decide whether to run a paid or organic campaign and get suggestions for ad copies or organic posts.

5. Managing Campaigns: In 'action mode,' campaigns are listed in a table with a toggle switch above to view either live or draft campaigns. Live campaigns are currently active, while drafts are saved plans waiting to be launched.